Answers

Congratulations on being able to charge two times more than your competitors! My firm helps companies create names that would aspire to the same goal. To help you substantiate your premium-priced position, I advise that you focus on establishing your company as offering better value, not just simply adding more perks. It also sounds like you are looking for some immediate, tangible tactics to achieve this. One efficient way to create value quickly (with innovation and differentiation) is to create a sub-brand architecture of proprietary products (or services) with unique brand names and visual identities that reflect your brand story and that the competition cannot claim.
Starbucks demonstrates this strategy. How did Starbucks get away with charging much more for their coffee? One way was that they created sub-branded products to help define their premium value. It is no accident that Starbucks has 328 records in the U.S. Patent & Trademark Office, the vast majority of them for trademarks. Starbucks offers not just several different kinds of coffees, but Starbucks Reserved® coffees. Refreshers™ and Frappucino® are only available at Starbucks. Starbucks VIA® instant coffee is like no other instant coffee. These additional brands express more about the Starbuck’s brand––and its “great coffee” story––than what their customers receive from using their products (and services). The sub-brand architecture is at least one immediate tactic to help you support a higher pricing strategy. Connecting with your target audience and establishing a trusting relationship is the longer-term objective. Any questions, please call. Good luck!